However, a different B-to-B marketer responds, "Increasing reliance on technology, budget and inability to convince leadership of return on direct mail" are prime factors in determining the budget. Another respondent comparing email and direct mail says the primary factor is the "price of sending direct mail. Email is far less expensive."

Email is also benefitting from some of the technologies available today. For example, Chart 3 shows nearly a third of our respondents will increase marketing automation spending, less than 1 percent are decreasing and 45 percent don't use it. That's a recipe for growth of a technology that emphasizes email.

Personalization also seems to be shifting to enhance email. Only 27 percent of respondents are using variable data printing to personalize print, but two thirds are using personalization, overall. Much of that is being done in email.

Our responding marketers clearly still consider direct mail a top marketing channel. We also know from other data, such as that released in DMA's annual "Statistical Fact Book," that direct mail has very high response rates. However, as long as email continues to rate with it in terms of overall ROI, the slow trend away from mailing will likely continue.

4. Acquisition or Retention?
Within the overall environment of cautious growth, are marketers playing offense or defense? Are they spending money on retention or acquisition?

Here's how the different segments are adjusting budgets for customer acquisition: